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WHY FIRST IMPRESSIONS STILL MATTER

10 12 2014

"Undoubtedly, there was an evolutionary advantage to fast judgments about whom to trust, to follow, to challenge, and so on. In today’s world of business, though, such snap judgments aren’t always a good thing. Choosing a vendor, a political candidate, or a job applicant based on a 100 millisecond impression may not always yield the best results."

Numerous studies have been conducted on faces and first impressions, using both photos of real people and computer-generated faces. It was a 2006 study by Janine Willis and Alexander Todorov at Princeton that established the power of those first 100 milliseconds.